Tweets and Retweets For Oreo Touchdown

Vimviriya Limkangvanmongkol, The University of Illinois at Chicago, USA

Oreo was the first advertiser of Superbowl XLVII who responded to the blackout opportunism by tweeting “You can still dunk in the dark." The tweet received more than 10,000 retweets within the first hours. This paper presents a content analysis of tweets and retweets by developing new coding scheme drawn from J. Josko Brakus et al’s scale of brand experience in the dimensions of sensory, affective and intellectual. The results explained Oreo’s successful story that the brand smartly used Twitter to interact quickly and publicly. Oreo created “brilliant” content tweet and sent out in “real-time” to surprise all audiences. Thus, the brand personality of Oreo was perceived as “fast reaction,” “the winner,” “awesome,” and “brilliant.” In the final analysis, the author concludes that Twitter becomes a communication platform to leverage brand personality through brand experience.